“…The city has a historical connection to industry and creative and cultural city rebranding that speaks to the experience of many post-industrial cities in the Global North (Vanolo, 2008(Vanolo, , 2015Bolzoni & Semi, 2023). Its economy in the XX century was strongly bound with the growth and contraction of employment opportunities and suppliers connected to the car manufacturer FIAT (Vanolo, 2015), earning the city frequent comparisons to other automobile or single-company cities such as Detroit (Bolzoni & Semi, 2023). Following a deep economic crisis, the city attempted to reinvent itself, moving away from a hyperspecialized, car manufacturing monoculture.…”